The latest technology has taken the microphone at Starlite Occident to personalize the experience of those attending the Marbella festival.

In Spain, more than 870 music events and festivals are held yearly, representing an economic impact of more than 500 million euros. However, the fans have many complaints about the long queues, the overcrowding, the lack of parking space or the disregard for the environment.

IoT to digitize and elevate event management

Libelium is the technological partner of the STARLITE Group, the company that runs the famous boutique festival held in Marbella, in the TUR-EXPERIENCE project, a platform for the comprehensive management of events. In its development, it has relied on Libelium’s intelligent technology to capture and analyse data with which to make better-informed decisions that offer a more personalized experience to attendees.

TUR-EXPERIENCE allows organizers to digitize and personalize the relationship with festival attendees, improving its management and return on investment and enhancing the user experience. The event business model is growing, and it is increasingly important to work on the brand positioning of the event, providing added and differential value.

The platform has been tested during the celebration in the months of July and August of the Starlite Occident festival. Throughout the summer, internationally known artists such as Raphael, David Bisbal, Black Eyed Peas, Eros Ramazzotti, Luis Fonsi, Anastasia, Rod Steward, Malú or Ricky Martin, to name a few, have participated in this boutique festival. The data collected and analyzed will allow the festival to improve its service offer for the following editions.

Smart Festivals Thanks to IoT Technology

More than two million people attended the ten most popular festivals in Spain. How to offer a personalized experience for attendees of a musical event?

TUR-EXPERIENCE brings together in a single application several crucial aspects of event management that go beyond just booking tickets. The installation of Libelium’s intelligent solutions in different spots of the Starlite Occident surroundings allows the integration of valuable information related to people flows or air quality on the same platform.

Thanks to IoT technology, we can be able to measure and analyze:

Crowd monitoring

With counting and tracking systems, organizers can make informed decisions about stage locations, concession stand and restroom layouts, and security staffing, to name a few use cases.

Air quality

carbon emissions and other pollutants can affect attendees’ health and the environment. The constant measurement of air quality makes it possible to identify problems and take corrective measures, such as adjusting the logistics of generators or promoting more sustainable practices. Ultimately, it allows reporting for compliance with carbon-neutral regulations.

This holistic approach brings enormous value to the Marbella festival since it may be able to make better-informed decisions based on accurate data taken in real-time and accumulated in history. Offering better services, optimizing waiting management or scheduling events based on the information obtained with Libelium technology are some of the actions with which Starlite Occident can provide a more fluid and enriching experience to its guests.

The TUR-EXPERIENCE project has been co-financed in the 2021 call for “last mile” digitization projects in companies in the tourism sector within the framework of the Recovery, Transformation and Resilience Plan, in accordance with Order ICT/1519/2021, of December 30, by which the regulatory bases of said call were approved.

Key Results

Libelium’s smart event management solution, implemented at the boutique festival Starlite Occident, represents an innovative leap in organizing large-scale events. Based on IoT technology, this platform enables real-time data collection and analysis to optimize people flows, monitor air quality, and personalize attendee experiences. This data-driven approach ensures more informed decision-making and a significantly enhanced user experience.

1. Crowd monitoring:

   • Daily attendance peaks were identified, reaching their highest between 9:00 PM and midnight, correlating with the start of concerts. 
   • Transitions between key areas were highly efficient, with optimal use of main routes, minimizing bottlenecks and overcrowding.

2. Air quality:

   • Real-time analysis of CO₂ and PM particles showed peaks during nighttime hours (7:00 PM to 2:00 AM). 
   • PM10 particles, although stable, showed increases in high-activity zones, highlighting the need for mitigation measures to maintain a healthy environment.

3. Attendance and sustainability management:

   • Monitoring allowed real-time operational adjustments in critical areas such as bars, entrances, and restrooms, improving attendee experience and reducing wait times.
   • Historical data generated key insights for designing sustainability strategies and complying with carbon neutrality regulations.